I’ve been watching how social media plays out in the fresh produce industry ever since businesses started to trickle into it.
It goes like this:
- a new social media network starts with individuals as the primary contributors
- things go viral
- things become trends based on viral posts
- suddenly, everyone’s singing about corn “I can tell you all about it! Just look at this thing!”
- businesses jump in on the action
I joke about this, but over the years I’ve seen so much potential for fresh produce brands to help influence trends, and I want to make sure we’re not missing out on opportunities.
I’ve been hesitant about TikTok ever since I first heard about it. At the time, in late 2019 I believe, the message to the produce industry was about how growers in Asia were selling fresh produce direct to consumers. At the time it didn’t seem like worthwhile for fresh produce brands. I watched video after video and saw a nightmare of bad produce messaging. It was overwhelming.
Fast forward three years and TikTok is shaping the way all of the other video-based networks are reaching their audience. Video has gone vertical (anathema to a classically trained photojournalist), and the messages that reach the farthest are conversational, often humorous, and first-person.
In other words: real.
Don’t be afraid to put yourself out there. The audience is there, and it rewards good content.
On that note, check out the new Produce with Pamela TikTok, and I’ll see you at the Global Fresh Produce & Floral Show, looking for more to add to the message:
@producewithpamela#fruitsandveggies#freshproduce? original sound – Produce with Pamela
